Yogurt Chain 茉酸奶 Launches Limited-Time Collab With Otome Game 《未定事件簿》 Across 27 Theme Stores
茉酸奶 teams up with otome game 《未定事件簿》 from September 4, 2026, across 27 theme stores with layered merchandise and a multi-city outdoor campaign.
Chinese yogurt chain 茉酸奶 is running a limited-time collaboration with domestic otome game 《未定事件簿》, themed around a rural pastoral setting that ties to the brand's positioning around organic dairy sourcing. The activation launches on September 4, 2026.
The collaboration centers on three drinks: two from a new Yogurt Cloud Top series and one classic avocado original. Customers who purchase a single or double cup set receive male-lead branded merchandise. Each order also comes with two in-game-themed physical collectibles: a pastoral-themed avatar charm called "牧野之约" and a custom bovine headpiece accessory "茉契小牛头饰." Broader merchandise includes photo cards, chibi-style badges, acrylic figures, ceramic bowls, and co-branded cups, cup sleeves, paper bags, and insulated totes.
Offline, 27 co-branded theme stores are active across multiple cities. Outdoor screens in several cities and a Shanghai metro screen are also running campaign visuals, with a stamp-rally mechanic inviting players to visit locations and collect a male character's "marks."
The collab sits within a broader pattern of Chinese food and beverage brands using IP partnerships with domestic games — particularly titles with dedicated female fan bases — to convert in-game affinity into repeat physical purchases through layered merchandise rewards. The 谷子经济 (merchandise collectibles economy) dynamic is explicit here: the tiered physical goods are structured to incentivize both single and bundled purchases, while the stamp-rally mechanic extends foot traffic across the theme store network.
